![]() And the Nike brand stands for that.” A celebrity ‘cause-fit’ What Nike is talking about is fundamental core values of who you are, they want to sort of be a beacon for that, they want you to recognize the type of person you are or would like to be. It’s not ‘we absorb x-percent shock more than other shoes.’ They’re not talking about that. “Those things are packed up in the Nike brand. “Leadership, authenticity, ‘Just Do It,’” Gosline said. Nike built its empire on the tagline of “Just Do It,” approaches the notion of athletics not as about scoring the highest number of points, Gosline said, but how you play the game. By definition then, it needs to take a stand, and some stands are less controversial than others. ![]() “But in actuality in order for a brand to be really enduring, it has to have a point of view, it has to have a personality, it has to have authenticity. Perhaps if you’re thinking widgets,” Gosline said. “People think branding or marketing is to sell the most amount of products to the greatest number of people. The company’s shares closed 3.2 percent down, according to reports, the biggest drop since April, but so did the shares of rival company Adidas. “That’s precisely what this campaign is designed to do.” For Nike, use of a brand point of viewĪccording to Apex Marketing Group, in its first day the ad generated more than $43 million in media exposure. “The timing is obviously a well-intentioned decision, and it also reflects a need for marketing campaigns in today’s network culture, to get people talking,” said Ben Shields, an MIT Sloan senior lecturer who was previously director of social media and marketing at ESPN. Earlier this year Nike signed an 8-year contract with the league to provide game-day uniforms. Now a free agent, the former quarterback for the San Francisco 49ers went unsigned in the 2017 season.īut last week a judge denied the NFL’s request to throw out his case against team owners he accuses of conspiring to blacklist him. He drew the ire of politicians and football fans, many of whom accuse him of disrespecting American veterans, servicemen, and servicewomen. Kaepernick has been a lightning rod for free speech and civil rights since 2016, when he first began kneeling on the sidelines during the national anthem before NFL games, as a protest against police brutality. ![]() ![]() “Not to mention the signal it sends given the current climate.” “It’s hall-of-fame-level type advertising,” said MIT Sloan senior lecturer and research scientist Renée Gosline, who has conducted research on brand strength and social media storytelling. It’s a simple image - a black and white photograph of Colin Kaepernick, mouth set, eyes staring straight into the camera - but for those who know what to look for, the 30th anniversary ad for Nike’s “Just Do It” tagline speaks volumes. ![]()
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